Project Breakdown

Celebrate one of the biggest smartphone launches of the year, with an idea that would stand out amongst the inevitable noise that occurs when a flagship device is brought to market.

With over 60M hours of unboxing videos watched in 2015 and 70% of consumers using YouTube to research their next purchase, online product reviews are now a staple ingredient of every purchase journey, especially in the consumer electronics space.

VR was a key feature of the Galaxy S7 device, with a Samsung Gear headset included with the purchase of the S7 exclusively at Carphone Warehouse. To help emphasise this unique proposition, we created the world’s first 360° video review and brought together four of the most influential tech YouTubers in the UK to make it happen.

Our tech stars helped to tease the video prior to launch, sharing behind-the-scenes content from the shoot on their social channels, alongside a movie-style trailer for the #AllStar360.

We followed up with a full 360° multi-presenter video review posted to Facebook and YouTube to coincide with the first pre-release deliveries of the S7 in early March.

We shot the video in one long take, to keep it fresh, fluid and natural. The four “All Stars” each had a different interest focus area, covering everything from photography to build quality and design, so viewers got a well-rounded and comprehensive insight into the new smartphone.

All this ensured that #AllStar360 was not only the most unique but also one of the first pieces of branded review content to hit the UK market.

The #AllStar360 content received over one million views across YouTube, Facebook and Twitter, and quickly became the single most engaged with piece of content on the Carphone Warehouse’s YouTube channel all year. Viewer retention was also 44% higher than the channel’s 3-month average.